In my past post on my Assignment of Temporary Expert I wrote about my research on the Systems around superfood. I was aiming to find a definition and gain understanding on the subject to find a focus that I could translate to my Field Guide – the outcome requested by our teacher as the result of those 4 weeks of work with our random topic.
A Field Guide is a book designed to help the reader identify wildlife or other objects of usually natural occurrence. It is generally designed to be brought into the ‘field’ or local area where such objects exist to help distinguish between similar objects. It will typically include a description of the objects covered, together with paintings or photographs and an index.
After having that
The field research
Therefore, I decided to to my field research on Superfoods to start brainstorming about my Field Guide concept. So, since we are in New York and i don’t really think I could go into the forest to find Açai berries, on my way to ITP I stopped at 2nd ave station to go to the Houston/2nd ave Whole Foods in Manhattan.
I arrived to the supermarket and asked a Whole Foods employee for the “Superfoods” section, not even sure if that existed. But it did. He kindly gave me the directions to this specific aisle, that is a section closer to pills, vitamins and supplements than to actual food, and I took a look at the shelf.
I took some pictures, and noticed the irony of researching about superfoods in the supermarket. The idea of having a section about it, a section full of super processed superfoods powders. The irony of seeing the “exoticism”around those plants and fruits that come from different places on the world, to end up as super marketed made up superfoods. Because as we saw before, superfood is a pure marketing concept. And this was crystal clear when you looked to that shelf – at least to me. I wondered about the impact that the trendy boom of superfoods made to Açaí berry producers, Chia, Moringa plantations.
At the end of my observation, I realized if wouldn’t it be interesting if there was actually a field guide to the supermarket where we could analyze the origin and process of the items.
By process and origin I don’t mean only what was the physical route, how much energy and work were made to have it there, but, besides that, and in this case I think even more relevant, how the cultural and historical process of our relationship as humans attached to this specific nutrition resource was developed so it would end up in our shelves, with this labels, and what is the social impact of that with this megalomaniac market oriented relationship we have with it today.
Organizing my thoughts
I printed the picture that I took and started to identify the main plants and foods that appeared.
Also, I decided to play with the idea of juxtaposing a map on top of the shelf and therefore also printed a map to start researching and playing with the origins of those superfoods.
Finally, I did a rough mock up of my idea for the field guide and started gathering some references.
I still need to draw a better mock up before I start actually designing it.